United Charter High School for the Humanities II (UCHS HUM II)
Brand Guidelines
A comprehensive brand identity system designed to unify every touchpoint of communication — from digital enrollment campaigns to campus signage — ensuring consistent, premium representation.
Why Brand Identity
Matters
Authority
United Charter High School for the Humanities II has built a track record that speaks louder than any promise. With 67% of first-time ELA test takers passing on their first attempt, 100% of AP Spanish students earning a score of 3 or higher, and 91% of students receiving the Seal of Biliteracy, UCHS HUM II demonstrates measurable academic excellence rooted in rigorous instruction. The school's early college model gives students the opportunity to earn real college credits before they ever step onto a campus, with over 20 students already earning 9 college credits. Add to that a 91% Seal of Civic Readiness rate, and it becomes clear that this school is not just preparing students for the next grade level but for a future where they lead, contribute, and compete on a national stage.
Retention
Families stay at UCHS HUM II because they see their students becoming someone. The school's humanities-centered model does not ask students to memorize and repeat but to think, question, and create. Whether a student is performing in Theater Arts, growing produce through hydroponics, analyzing data in science, or reporting for the school newspaper, they are building skills that transfer beyond graduation. Parents recognize that this environment respects their child as a whole person, not just a test score. The combination of athletics, clubs, college coursework, and a dedicated dean team creates a community where students feel safe enough to take risks and supported enough to succeed. That combination of care and rigor is rare, and families feel it.
Growth
UCHS HUM II is growing because the future belongs to people who can think critically, communicate across cultures, and adapt to careers that do not yet exist. The school's humanities and early college model is uniquely positioned for that world. As more families recognize that a broad, skills-based education outperforms narrow test prep, UCHS HUM II stands out as the school that delivers both depth and results. With open seats in grades 9 through 11 and a proven record of college credit attainment, civic engagement, and bilingual achievement, the school offers immediate value to incoming students at multiple entry points. Word is spreading that this is a place where students graduate ready, not just finished.
Positioning &
Strategy
UCHS HUM II is the early college humanities high school where critical thinkers earn college credits, graduate bilingual, and leave ready to change their communities.
Strategic Anchors
"Early College Access"
"Bilingual Excellence"
"Civic Readiness"
"Whole Student Development"
"Rigorous and Responsive"
Top Parent Objections Addressed
7-Day Content
Pillars
Student Wins
Life at HUM II
Future Ready
Enrollment
Funnel
Earn College Credits in High School
Students graduate with real college credits already on their transcript, giving them a head start and saving families money
Bilingual and Biliterate
Our students graduate able to communicate and compete in more than one language, a skill employers and colleges value highly
Humanities Means Future-Ready Skills
Critical thinking, creativity, and civic leadership are the skills driving the modern economy and our model builds all three
A Safe Community That Sees the Whole Student
From dedicated safety staff to theater and soccer, students are known, supported, and challenged every single day
Logo &
Identity
Primary — Light Background
Reversed — Dark Background
The school's visual mark represents academic innovation and forward momentum. The primary brand color (#53F6F8) conveys trust and institutional credibility, while the secondary accent (#4155FF) signals energy and STEM-forward thinking.
Color
Palette
Typography
UCHS HUM II is the early college humanities high school wher
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Display Sans / Institutional
- Use for all headings, section titles, and hero text at weight 700–800
- Minimum size 18px for digital, 24pt for print — never below these thresholds
- Pair exclusively with the body font for all supporting copy
At HUM II you can get a well rounded education that is focused on critical thinking and preparing for careers that don't exist year. We are an early college institution with multiple opportunities to study advanced work and earn college credits before you graduate from high school.
a b c d e f g h i j k l m n o p q r s t u v w x y z
Modern Geometric Sans Serif
- Use for all body copy, descriptions, and UI text at weight 400–500
- Maintain 1.5–1.7 line-height for optimal readability across screens
- For emphasis use weight 600 semibold — never italic for brand communications
Imagery
Direction
Academic Excellence in Action
Capture students actively engaged in STEM learning — hands on robotics equipment, coding on screens, presenting projects, collaborating in labs. Prioritize natural lighting and candid moments over posed photography.
Campus Culture & Community
Showcase the diversity and energy of campus life — sports competitions, arts performances, club activities, parent engagement events. Images should reflect authentic joy and belonging.
Voice &
Tone
Ambitious but Accessible
We speak to students and families with confidence and clarity, never talking down and never dumbing it down
Community Rooted
Our voice reflects the neighborhoods we serve with warmth, authenticity, and genuine investment in every family we talk to
Evidence Driven
We back our claims with real results because our outcomes are strong and our families deserve to know exactly what we have built
Forward Looking
We talk about the future our students are building, not just the grades they are earning, because we believe in where they are going